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Joined: Oct 1999
Posts: 84,400
Marty Offline OP
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Nabs agency-of-record assignment without a review

The Mayans may have predicted the end of the world in December but Belize, home to ruins belonging to those Mesoamericans, is planning for life beyond. The Central American country has tapped Olson as agency of record without a review.

Olson's first campaign, expected to launch in early 2013, covers advertising, design, digital, mobile and social media. In hiring the Minneapolis agency, Manuel Heredia, Jr., Belize's minister of Tourism, said "Olson not only captured what's unique about Belize, but it demonstrated the capabilities to bring those insights to life in compelling ways and through many channels."

Olson replaces agencies like Edelman Digital and BVK, Milwaukee, in working to boost North American tourism. That industry is critical to Belize's economy and employs 25 percent of its population. Last year Belize spent some $6 million on marketing.

The win comes after Olson picked up the Midwestern business for Whole Foods Market, AOR duties for the Alzheimer's Association and PR efforts for Kraft's Oscar Mayer brand.

SOURCE


Joined: Oct 1999
Posts: 84,400
Marty Offline OP
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Olson, an ad agency in Minneapolis, has won the Belize advertising and digital media account to promote the country starting in 2013.

Belize spends around US$6 million a year on advertising.

Olson does some of the media advertising work for Sleep Number Beds, Amtrak, Target, Lipton Ice Tea, General Mills and the Minnesota State Lottery. It also does digital and social media work for Coors Light, Boston Scientific and other companies.

It says it uses "brand anthropology" to create connections with customers.

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Minneapolis-based Olson's first campaign for Belize is expected to launch in early 2013. It will include advertising, design, digital, mobile and social media.

Adweek recently reported on the win, noting that Olson was selected without a review. It will replace agencies such as Edelman Digital and BVK, Milwaukee.

The trade publication notes that the tourism industry is a big deal for Belize's economy, employing roughly 25 percent of the population. The country spent $6 million on tourism marketing last year
.
While it may seem somewhat surprising for a foreign country to go with a Minneapolis ad agency, this isn't the first time it's happened. For example, Fallon used to have the Bahamas Ministry of Tourism account and Colle+McVoy had the Turkish Tourism Office.

Last edited by Marty; 11/22/12 08:58 AM.

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